Beanstalk Builds Chewits

Sep 12, 2013

Beanstalk has signed the first two licensing partners for Cloetta’s British confectionery brand Chewits.

Kimm & Miller is developing a range of gifting items that will feature Chewits candy alongside artwork from the brand’s archives including the brand mascot Chewie the Chewitsaurus. Initial product will launch in the U.K. this Christmas, with a full rollout planned for 2014.

Additionally, Hachette Partworks has signed on to add a Chewits edition to its 30 Best Loved Recipes book series, which shows consumers how to transform their favorite food and confectioneries into at-home dishes.

“We are delighted to start off the Chewits licensing program with two very strong and experienced licensees,” says Ciarán Coyle, president, Beanstalk, Europe and Asia Pacific. “Kimm & Miller has a proven track record of developing high-quality licensed gift ranges, particularly for food and beverage brands, making them an ideal partner for such an iconic confectionery brand as Chewits. Similarly, Hachette Partworks’ book collection has gained nationwide recognition for its innovative idea to transform customers’ favorite foods into fun and easy everyday recipes. The new licensed extensions will offer Chewits fans the opportunity to experience the brand in new and creative formats.”